Bridgeway Capital Management

New Websites

Our financial services client, Bridgeway Capital Management, wanted to update their website to focus more on institutional audiences and offer a separate site to access information on their mutual funds. Leveraging the firm’s experience and expertise, we gave them a more modern look while emphasizing the brand’s personality.

Bridgeway Capital Management combines a principled organizational culture with a disciplined investment process. Wanting to make sure these qualities were reflected in their new website, we started with an insightful discovery session to clarify Bridgeway’s audiences, brand, and story. Then, our UX, Creative, and Development teams worked closely to execute the website’s layout for optimal results.

A Custom CMS For Easy Updates

Bridgeway wanted the ability to add unique elements to their pages, such as large quotes or animated listings. We created a total of 13 custom CMS components to meet this need. The new site also features mutual fund data points that are driven by both JSON and CSV files. This information is updated daily and goes through a quality check before being put on the page.

Gaining a Deeper Understanding

In order to help Bridgeway connect more meaningfully with their target audience, we needed to understand more about them. We started by conducting an in-depth workshop so we could detail audience behavior and review all the needed website information. From there, we developed distinct user journey maps for institutional and individual investors, outlining questions, tasks, touchpoints and expectations.

Building a Better User Experience

Building a more efficient digital user experience starts with the right blueprints. Based on what we learned about user needs in our workshop, we created new sitemaps for both the institutional site and the funds microsite. The new site structure pushed important, relevant information to the forefront making it quick and easy for users to find what they need. Our team then carefully crafted strategic web pages that were designed for flexible website content and easy management.

Designed to Deliver Results

Working closely with Bridgeway, we were able to create an updated brand look that better aligned with the modern feel they were aiming for on their new website. By updating their existing color palette and introducing modern typography, we were able to not only update the look and feel of the site, but also increase the site’s usability for Bridgeway’s audiences. A simplified user interface helped to improve content access and the overall user experience.

Results Since Launch